Sadaf
Sadaf is a family-owned Los Angeles specialty food company, founded in 1982, that sources and sells over 1,000 authentic Persian and Middle Eastern ingredient SKUs to home cooks, gift buyers, and retailers across the U.S. via e-commerce, wholesale, and major grocery chains.
- Company typePrivate
- Founded1982
- HeadquartersLos Angeles, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Sadaf does
Sadaf is a Los Angeles-based, family-owned specialty food company founded in 1982 by two Iranian brothers, operating under the legal entity Soofer Co., Inc. The company sources authentic Middle Eastern and Persian ingredients from over 15 countries and offers more than 1,000 SKUs spanning spices, herbs, rice and grains, dried herbs and sabzi mixes, ready-to-eat Persian stews (khoresht), rice mixes, soup mixes, condiments, dolma and grape leaves, sweets, beverages (including doogh), teas, and non-food merchandise such as houseware and branded goods. Pricing ranges from under $5 for everyday herbs and seasonings to roughly $24.99 for premium coffee and $30+ for items like saffron and Persian nougat, with free shipping on DTC orders over $100 on sadaf.com.
Sadaf firmographics
Firmographics- Name
- Sadaf
- Legal name
- Soofer Co., Inc.
- Website
- https://sadaf.com
- Company type
- Private
- Founded year
- 1982
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Sadaf is a family-owned Los Angeles specialty food company, founded in 1982, that sources and sells over 1,000 authentic Persian and Middle Eastern ingredient SKUs to home cooks, gift buyers, and retailers across the U.S. via e-commerce, wholesale, and major grocery chains.
- Ownership category
- akta.pro rank
Sadaf industry classification
Industry- Product category
- Specialty Middle Eastern and Persian Foods
- NAICS
- All Other Specialty Food Retailers (445298)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090), Wholesale-Groceries, General Line (5141)
- akta.pro primary industry
- Halal & Middle Eastern Grocery Stores (CRAHAFAC)
- akta.pro secondary industry
- Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional) (AFAKAIAO)
Keywords
Where Sadaf is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Sadaf business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Sales: Online retail sales through sadaf.com website where customers purchase products directly. Revenue generated from one-time product purchases at listed retail prices.
- Wholesale Distribution: Wholesale channel through dedicated wholesale website (sadaffoods.com) for bulk orders to retailers and businesses.
- Third-party Retail Sales: Revenue from selling products through major retail chains including Whole Foods, Target, Walmart, Albertsons, HEB, Kroger, and other grocery stores.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Consumer E-commerce Pricing |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Sadaf product offering
Product offeringCore offering
Sadaf Foods imports, brands, and distributes authentic Middle Eastern and Persian specialty foods. Its core offering is a catalog of more than 1,000 SKUs—including spices, herbs, saffron, rice mixes, dried herb mixes, ready-to-eat Persian stews (khoresht), teas, coffees, sweets, condiments, snacks, and beverages—sold under the Sadaf brand via its own e-commerce site, a wholesale portal, the Amazon store, and major U.S. grocery chains.
Differentiator
Problem solved
Functional benefit
Products and services
- Sadaf Air Roasted Coffee Line Air roasted 100% Arabica coffee line using Sadaf's proprietary air roasting method that preserves flavor and reduces acidity, available in three varieties for home coffee drinkers and coffee enthusiasts.
- Air Roasted Coffee Collection Collection of three air roasted 100% Arabica coffee SKUs: Mediterranean Blend Ultra Fine Grind, Heavenly Cardamom Ultra Fine Grind, and Heavenly Cafe whole beans, all produced using Sadaf's air roasting technique.
- Halva Flip Cakes Halva-based dessert cakes available in three flavors: Pistachio & Chocolate, Caramel & Hazelnut, and Cinnamon & Almond Cookie, aimed at Middle Eastern dessert consumers and gift buyers.
Companies that use Sadaf
Customer profileSegments4 records
Ideal customer profiles3 records
Sadaf technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Sadaf partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights5 records
Sadaf competitors and assessment
Company assessmentBroad incumbents
- Roland Foods: Roland Foods is a large US specialty food importer carrying a broad multi-ethnic assortment (Italian, Asian, Latin, Mediterranean). Overlaps with Sadaf on Middle Eastern SKUs (tahini, couscous, grape leaves) but at much greater scale and broader cuisine breadth.
Direct peers
- Ziyad Brothers Importing: Ziyad Brothers is a family-owned importer and distributor of Middle Eastern and Mediterranean specialty foods, selling through grocery retailers and wholesale. It directly competes with Sadaf in mainstream channels on staples like rice, tahini, olives, and pita across the US.
- Krinos Foods: Krinos is one of the largest US importers of Mediterranean and Middle Eastern specialty foods (feta, olives, phyllo, tahini, etc.) with broad grocery and foodservice distribution. Comparable to Sadaf in channel mix (retail + foodservice) and ethnic specialty positioning.
- Sahadi Importing Company: Sahadi's is a Brooklyn-based specialty retailer and wholesaler of Middle Eastern ingredients (spices, nuts, dried fruit, coffee) with both retail store and wholesale operations. Highly comparable to Sadaf in authentic-heritage positioning, sourcing narrative, and channel structure.
- Cortas Canning & Refrigerating Co. Cortas is a long-established Lebanese producer/importer of canned and packaged Middle Eastern staples (foul medames, tahini, rose water, grape leaves). Directly comparable to Sadaf on ethnic shelf-stable product mix and family-owned heritage positioning.
- Mediterranean Specialty Foods (Mediterranean Snack Food Co. / BK Mediterranean): Mediterranean Snack Food Co. / BK Mediterranean are US-based producers/importer of Middle Eastern snack and convenience foods (chips, crackers, pita snacks). Comparable to Sadaf's Halva Flip Cakes and snack category within the same ethnic snack aisle.
- Iliada Foods / Iliada Greek Products: Iliada is a Greek/Mediterranean specialty food brand sold in ethnic and mainstream grocery, with similar shelf-stable product mix (olives, oils, peppers, tahini-adjacent). Adjacent peer in the Mediterranean/Middle Eastern ethnic aisle where Sadaf competes for shelf and shopper attention.
Emerging players
- Burlap & Barrel: Burlap & Barrel is a direct-to-consumer single-origin spice and ingredient brand sold online to chefs and home cooks. Comparable to Sadaf's specialty spice side and D2C motion, but positioned as a premium chef-driven brand rather than a heritage ethnic staple brand.
- Tazah Global: Tazah Global is a venture-backed B2B produce and ingredient supply platform serving ethnic grocery stores and restaurants in North America. Adjacent to Sadaf's wholesale channel and similar Middle Eastern buyer base, but focused on produce sourcing rather than branded packaged goods.
Regional players
- Adonis Imports: Adonis Imports is a Canadian-based Mediterranean/Middle Eastern specialty foods distributor primarily serving the Canadian market. Comparable product mix to Sadaf but geographically distinct, providing a read-across for how the category performs in North America outside the US.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Sadaf social profiles
Digital presenceSadaf financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sadaf leadership team
Management profileNumber of profiles
Sadaf funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sadaf M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sadaf
What does Sadaf do?
Sadaf Foods imports, brands, and distributes authentic Middle Eastern and Persian specialty foods. Its core offering is a catalog of more than 1,000 SKUs—including spices, herbs, saffron, rice mixes, dried herb mixes, ready-to-eat Persian stews (khoresht), teas, coffees, sweets, condiments, snacks, and beverages—sold under the Sadaf brand via its own e-commerce site, a wholesale portal, the Amazon store, and major U.S. grocery chains.
Is Sadaf a public or private company?
Sadaf is a private company. It is classified as family owned and is currently operating.
When was Sadaf founded?
Sadaf was founded in 1982. It employs 51 to 100 people.
Where is Sadaf based?
Sadaf is headquartered in Los Angeles, United States, in the North America region.
How does Sadaf make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale Distribution and third-party Retail Sales.
Who are Sadaf's main competitors?
Roland Foods is listed as a broad incumbent. Direct peers are Ziyad Brothers Importing, Krinos Foods, Sahadi Importing Company, Cortas Canning & Refrigerating Co., Mediterranean Specialty Foods (Mediterranean Snack Food Co. / BK Mediterranean) and Iliada Foods / Iliada Greek Products. Emerging players are Burlap & Barrel and Tazah Global. Adonis Imports is listed as a regional player.
Does Sadaf have an API?
No public API is recorded for Sadaf.
What industry is Sadaf in?
Sadaf's product category is Specialty Middle Eastern and Persian Foods. Its primary akta.pro industry code is CRAHAFAC, Halal & Middle Eastern Grocery Stores, with a secondary code of AFAKAIAO, Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional). Its NAICS code is 445298 and its SIC code is 2090.